Were there any differences or challenges creating designs for a non-European/local market in the Berri campaign?
Not massively, I get to work with clients outside of Europe a lot, so it’s something I’m already aware of. However I did have to pull myself back sometimes, since I was creating a lot of natural scenes, it was easy for me to choose many more European scenes and animals, but of course Australia has a completely different environment, so I had to ensure that all my scenes would appeal to an Australian audience and weren’t too British in their subject matter. I think I approached the project with a more global approach in the end, depicting refreshing moments in nature from all over the world. Luckily, I don’t see a vast difference between an Australian design/illustration audience and the British scene I know so well, we both like exciting, fresh, vibrant design work, so I’m hoping that my work translates well into the Australian market.
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